With "Lucky Dog", we wanted consumers to feel good about the Bridgestone brand by breaking away from your typical tire demo spot and delivering a broader, more optimistic message: that quality tires successfully take you where you want to be. The idea started with a question: What if we could tell a story where the tire was actually the vehicle? If so, who would drive it? That led to a story about a hapless mutt who goes from rags to riches with the help of a Bridgestone performance tire.